Unilever wanted to successfully launch a new formulation of Persil’s Small & Mighty in all new packaging.

Small & Mighty offers better stain removal in an innovative, multifunctional bottle that includes a combined applicator and in-wash detergent holder.

Tapping into mothers’ desires to put their children’s well-being first, Unilever wanted to get mums to sit up and notice their new product, but also reflect on whether they were doing everything possible to bring up emotionally resilient kids.

Success involved driving trial and subsequent purchase of the product in order to achieve market share gains. The objective was to reverse market share declines in France, maintain momentum in the UK and deliver a stand-out campaign which engaged with consumers emotionally.

The declining market share in France was reversed with a 6% sales increase delivering incremental sales of 1.9 million Euros. The campaign doubled the UK market share target with a 9% sales increase delivering sales of 3.3 million Euros.